Their services should be built-in to the OS, and nobody should have to pay for it since we've all got computers perfectly capable of delivering the same quality

Their services should be built-in to the OS, and nobody should have to pay for it since we've all got computers perfectly capable of delivering the same quality of service. The hype has to be perpetuated, lest this fact become reality: the OS vendors can wipe this business out with a single update.